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Paid Search Column

  • Latest

How DuckDuckGo (and Microsoft) benefit from Google’s sprawling advertising business

Smaller search engines are able to monetize their results with Google’s advertiser base to reach searchers on those properties with as few...

Andy Taylor | Nov 23, 2020 at 1:22 pm ET

This decade’s most important marketing question: What data rights do advertisers possess?

Google's move to reduce advertisers' visibility into search terms reporting raises big questions about data access in the age of automation....

Kirk Williams | Sep 17, 2020 at 9:22 am ET

Back to school looks very different this year

For back to school season, know that virtual and online schooling is top of mind, and parents are leveraging search to know and do...

Christi Olson | Aug 26, 2020 at 8:05 am ET

 

2020 Google paid search trends that have nothing to do with the pandemic

With close variant taking the place of broad match, limiting keywords isn't enough for keeping query-to-keyword matches...

Andy Taylor | Aug 25, 2020 at 8:05 am ET

5 tips for starting international PPC

Be ready to watch for nuances of your targeted regions and adapt your strategy on a regional basis as you begin to track...

Tim Jensen | Jul 31, 2020 at 8:05 am ET

How and where to fight for your marketing budget

While many businesses should consider reduced top-of-funnel ad spend, very few should abandon it altogether. You'll want to ensure you are in a...

Adam Edwards | Jul 22, 2020 at 10:29 am ET

Here’s how to use the new Microsoft Ads Audience Network Planner

You can expand your reach beyond your Audience Ads campaigns by uncovering more data with the new audience...

Joe Martinez | Jun 18, 2020 at 8:05 pm ET

Amazon Posts: A feed-based shopping experience on Amazon

If your brand has social content created, adding Amazon Posts into the channel mix is an easy way to get some real estate with this new...

Danielle Waller | May 12, 2020 at 11:35 am ET

Microsoft Advertising UI: What’s new (so far)

Love it or hate it, the double sidebar makes context switching a lot easier as you move between ad accounts or from other search...

Duane Brown | Apr 29, 2020 at 3:10 pm ET

How to use LinkedIn Ads’ new company targeting options to boost B2B lead generation

The new target types, Company Category and Company Growth Rate, use data from Forbes and Fortune as well as LinkedIn's own observable,...

AJ Wilcox | Apr 21, 2020 at 12:29 pm ET

5 reasons why your Facebook Ads campaigns are failing

To avoid pitfalls, take the time to test campaigns and find an adequately-sized audience to target....

Jacob Baadsgaard | Apr 14, 2020 at 8:05 am ET

Can we trust automation in a time of crisis?

Review how your automation performed during the last volatile period to make sure your tool is making the right decisions during this...

Aaron Levy | Apr 3, 2020 at 8:22 am ET

How B2B companies can be proactive about managing paid media during COVID-19

To navigate this changing landscape, make sure your brand continues to deliver value while building a pipeline for the future that isn't tone...

Ashley Mo | Mar 25, 2020 at 1:19 pm ET

Paid search marketers can find success with top of funnel campaigns

The key to finding success with these type of campaigns is knowing when to leverage...

Amy Bishop | Feb 10, 2020 at 1:36 pm ET

The importance of building brand awareness through Amazon advertising

Marketers should be looking at the brand-building potential across both display and search ads because Amazon is not just about direct response...

Andy Taylor | Feb 6, 2020 at 2:59 pm ET

The digital marketing transformation led by Google and Amazon

It’s worth the time investment to consider how we can continue to evolve our advertising strategy along with the biggest...

Melissa Reilly | Jan 30, 2020 at 3:46 pm ET

Here’s how to modify your e-commerce campaign for B2B and B2C

There are many similarities and relevant tactics to connect businesses with consumers and other...

Ronald Dod | Jan 15, 2020 at 8:00 am ET

Want better leads on LinkedIn? Focus on your content

Good gated content that converts at 15% or higher will give you scalable traffic with more people to...

AJ Wilcox | Jan 3, 2020 at 9:35 am ET

Make 2020 the year for e-commerce to get better with the mobile experience

It’s time to go through your website and figure out if this is the experience we want customers to have, especially on a mobile...

Duane Brown | Jan 3, 2020 at 9:31 am ET

4 things Shopping Ads managers need to prepare for in 2020

As we see the advertising platforms pick up steam with automation, we also need to be ready for structured data markup and international...

Kirk Williams | Jan 3, 2020 at 9:31 am ET
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